If you look back across the history of mankind, storytelling has played a vital role in propagating culture, from community to community, across generations.
I'm a little late in curating this article, but I'm glad I waited because when paired with another recent article in this collection, you'll get a double-whammy of ideas and tips.
Let's start first with this article. I like how the author lays out the importance of storytelling in advertising. And when he says, "In the strictest sense, a story has a narrative ark, a beginning, middle and end; however in advertising we can be looser in our definition" he's actually talking about using story triggers, i.e. bits of material that trigger a story within us.
He then goes on to point out how the UK company Sainsbury has combined ads with rich content. Are these actually stories? I couldn't tell. But the idea is there: link ads and stories in content modules that flow together!
For additional ideas on how to do this that creates more engagement, go read the next article on "3 Powerful Game Dynamics That Create Brand Superfans." It's a winning combo.